Nest New York turns Holiday candle into Wonder eau de parfum this month
Nest New York is bottling its bestselling Holiday candle line into a new Wonder eau de parfum this month to expand its fine fragrance business. The move comes as the brand’s holiday‑season sales account for most of its annual revenue even though the Holiday line is only sold four months a year.
Wonder is classified as a spicy woody citrus fragrance, featuring patchouli that gives it a darker, sexier profile than the original Holiday candle. The fine fragrance will be sold in Sephora and Ulta stores, while Nest’s home‑fragrance assortment remains primarily in department stores. Marketing will span paid media, digital and social, retail, influencer and creator partnerships, sampling, seeding and experiential activations. Nest is also reviving its Fifth Avenue Association street‑scenting pop‑up for the fourth year to support the launch. The Holiday candle line, which has been a bestseller for decades, continues to drive the bulk of the company’s revenue despite its limited seasonal availability.
“The biggest opportunity is that we currently have very different consumers for home fragrance and fine fragrance,” Toni Lakis, chief creative and brand officer said.
“We created a hopefully iconic fine fragrance inspired by the Holiday candle, but done in a much more wearable, sophisticated way,” Toni Lakis, chief creative and brand officer said.
Nest first entered fine fragrance in 2021 with the launch of perfume oils. The company initially expected those oils to double its fine fragrance business within three years, but strong demand shortened that timeline to just nine months. By 2026 fine fragrance accounted for three‑quarters of Nest’s new product launches.
What we know
Founded in 2008, the foundation for Nest’s shift into fine fragrance began in 2021 with the launch of perfume oils.
Fine fragrance represented about 40% of Nest’s new product launches in 2025 and 75% in 2026.
According to Lakis, Nest’s holiday season sales make up a majority of the brand’s annual revenue, despite the Holiday line only being available for four months out of the year.
Back in 2021, Nest expected the oils to double its fine fragrance business within three years.
However, the high demand pushed that timeline up to just nine months.